Svetlana
Ghulunts
PRODUCT DESIGNER · BEHAVIORAL SYSTEMS · SHIPPER
I design behavioral systems end-to-end — research, strategy, interface, validation. Currently shaping the Arena365 ecosystem from Yerevan.
Recent product work
A selection of product design work across casino, sports, fintech, loyalty, affiliate platforms, and engagement systems. Each project includes a detailed case study and a live interactive prototype you can explore right here.
Personalized Casino Lobby
Reframing the casino catalog for GenZ — five behavioral mechanics replace 162 alphabetised games with a lobby that reads intent. Tap through the working prototype.
- Casino & Betting
- Personalization
- Gamification
Cashback Hub
One-screen cashback built on three promises — real cashback, no wagering, withdraw anytime — with a tier ladder and live payout proof. Tap through the working prototype.
- Loyalty & Rewards
- Casino & Betting
- Growth & Acquisition
Fintech Wallet
A mobile-first fintech wallet unifying cards, balances, quick actions and transaction history into one status snapshot. Tap through the working prototype.
- Fintech
- SaaS & Platforms
Arena Picks
India's home for predictions — a cricket-first daily habit built around one pick a day, XP, streaks and seasons. Tap through the working MVP prototype.
- Gamification
- Loyalty & Rewards
- Casino & Betting
ZinaBet Partner Hub
Rebuilding an affiliate acquisition site around trust, transparent economics and a live partner dashboard — tap through the working prototype embedded on this page.
- Growth & Acquisition
- SaaS & Platforms
- Casino & Betting
Capybara Casino Dashboard
A sweepstakes casino dashboard where progression is the product — VIP tiers, streaks, dual currencies and claimable rewards read as one status screen. Tap through the working prototype.
- Gamification
- Loyalty & Rewards
- Casino & Betting
Systems, not screens
Most of my work lives at the intersection of behavioral design, product strategy and execution — balancing user needs, business goals and long-term engagement.
Behavioral Design
A Psychology background shapes how I read motivation, friction and habit formation — products are systems of decisions, not collections of screens.
Product Strategy
Most of my work starts before the interface — comparing directions, weighing trade-offs, and helping teams identify the right problem before solving it.
Research & Mapping
Interviews, audits, journey and ecosystem mapping. Understanding complex systems end-to-end before proposing where to intervene.
User Testing
Moderated tests, prototype validation and concept comparison via Userbrain, PlaybookUX and UserInterviews — moving decisions from assumption to evidence.
AI-Assisted Workflows
AI-assisted builders, Anything, Cursor, UX Pilot and Make as part of how I prototype, validate and ship — AI for speed, not in place of judgment.
I design products at the intersection of psychology, behavior and business.
I'm a Product Designer based in Yerevan, Armenia. My background combines a Bachelor's in Psychology, years in affiliate marketing and product design — giving me a unique perspective on motivation, friction, retention, and the decision-making patterns that keep people coming back to a product.
My experience spans casino and sports betting, fintech, loyalty systems, affiliate platforms, AI-powered products, and engagement experiences. I've designed everything from onboarding, wallets, search, and CRM concepts to gamification systems, rewards, loyalty programs, and complex product ecosystems.
I work closely with modern AI tools — including v0, Lovable, Anything, Cursor, UX Pilot, Make, and others — to accelerate product discovery, prototyping, and implementation. Rather than replacing design, AI helps me explore more ideas, validate decisions faster, and collaborate more effectively with engineers.
Ultimately, my goal is simple: design products people genuinely want to come back to.
Let's design products
people return to.
Open to conversations with founders, product teams and recruiters looking to build products people return to — through thoughtful design, clear strategy and great user experiences.